Why Orthodox Jews need a kosher Red Bull

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For a small can of mostly sugar and caffeine, there may be a lot riding on Exit. Marketed as the world’s first kosher energy drink for ultra-Orthodox Jews, its makers boast that it will help fuel the religious students whose labours are believed to safeguard the spirit of Israel.

Exit, an orange liquid modelled on Red Bull and a slew of other energy drinks, is already selling well in Jerusalem’s ultra-Orthodox community, guzzled down by religious students cramming in 14 hours of scripture every day.

“It’s a drink the ultra-Orthodox lack,” said Kfir Cohen, the Israeli businessman behind the brew,